INTRODUCTION
India’s Prestige Paradox
The Opportunity The Gap The Insights
India: 750M+ smartphone Aurelius Global Ultra- 60% premium phones
users Premium Share: 45%+ purchased via EMI
Premium segment (₹50K+) India Share: 4% 46% urban consumers
growing at 25–30% CAGR Flagship Price: ₹80,000 comfortable taking loans
Mass-premium (₹30K– Target Segment Income: Upgrade decisions driven
₹80K) growing at ~20% ₹25K–₹60K/month by monthly affordability
CAGR
Young, aspirational, India is not price-sensitive.
upgrade-driven It is liquidity-sensitive.
population
Objective: Double India market share from 4% → 8% in 3 years
Without:
Launching a cheaper model
Discounting price
Diluting luxury positioning
Reframing Ownership
₹80,000 → ₹1,667 / month
Strategic True Monthly Ownership Cost
Lever Structure = (₹80,000 – ₹40,000) ÷ 24
Effect
= ₹1,667/month
= 5.5% of ₹30K income
Device Price ₹80,000 Maintain global parity
1. Affordability Within Behavioral Threshold
EMI = ~10% of monthly income
Down Payment ₹8,000 (10%) Low psychological entry Aligned with consumer finance comfort band
2. Risk-Adjusted Ownership
EMI (24 months) ₹3,000/month 10% of ₹30K income Assured ₹40,000 buyback
Reduces resale uncertainty and accelerates upgrade intent
Assured Buyback ₹40,000 after 24 months Removes resale risk 3. Premium Equity Protected
No discounting
No product dilution
Effective Cost ₹40,000 over 2 years ₹1,667/month real cost Global pricing integrity maintained
From Aspiration to Ownership
Experience (Tier 1 Instant Finance Desk
Tier 2/3 Scale Strategy
Flagships)
Immersive demo 10-minute EMI
zones approval Aurelius Studio (store-
Creator workshops NBFC partnerships in-store)
After-sales trust On-the-spot digital Pop-up luxury vans
counters KYC Local-language
advisors
In India, trust converts
Assured Buyback Ecosystem Onboarding aspiration into ownership
Counter
Cloud auto-setup
Instant trade-in valuation Aurelius Pay
2-year guaranteed resale activation
6-month free
service bundle
From Device Seller to Lifetime
Value Engine
3-Year Strategic Impact
Revenue 3-Year
Strategic Role
Stream Value Market Share Margin Protection
Device ₹80,000 Entry anchor
4% → 8% ₹80K price maintained
PLI reduces cost pressure
Services (₹300×36) ₹10,800 Recurring revenue
Wearables ₹15,000 Ecosystem depth
Retention
2-year guaranteed upgrade
Total CLV ₹1,05,800 +33% uplift
cycle
Higher ecosystem
Rate Targets Services: 60% Wearables: 40% dependency
Aurelius does not need to be cheaper in India.
It needs to be financially smarter.
APPENDIX
Key Assumptions
Device cost: ₹67,000 (~84% of retail price)
Gross margin: ₹13,000 per unit
Financing risk shared with NBFC
Buyback resale via certified secondary channel
Target affordability ratio: ≤10% of income
Premium growth driven by Tier 1 + aspirational Tier 2
Sensitivity Check
If buyback drops to ₹35,000:
Effective monthly cost =
₹1,875
Still < 7% of income
Model remains viable.
Thank You
Team: Case Commanders
Members: Lakshita Sehgal
Srishti Kocher
Tanya Goyal